Date post: | 24-Dec-2015 |
Category: |
Documents |
Upload: | philip-griffin |
View: | 213 times |
Download: | 0 times |
Team GDP (Grocery Dominating Partners)
Group 6.09
Sydney Browne Maisie Gest Megan Jones Johanna Lee Carson Lynch
eden’s
Eden’s Food Trailer so good it’s sinful
Locations
•College campuses•Medical centers•Business plazas•Factories
Food
•Delicious•Affordable•Convenient•Healthy
Experience
•The Garden of Eden•Unique and witty
Target Market has Positive Feedback
College Students Cheap prices Variety Eclectic experiences
Business Professionals Healthy menu Convenient location Portable options
Healthcare Professionals
Outdoor eating
Healthy options
Quick service
Growth Stage of Industry
Projected Growth: From 2012 to 2017, revenue is projected to grow 18% to reach $1.8
billion.
Opportunities for growth in major metropolitan areas
Growth To date: Street Vendors industry grew because of new consumer demand for
unique and gourmet food trucks
From 2007 to 2012, industry revenue grew 42% to $1.5 billion.
Source: IBISWorld
Healthy
High Convenience
Low Convenience
Eden’s
Sack Lunch
Unhealthy
Panera
On-site
McDonald’s
Chili’s Take-out
Health Food Restaurants
Traditional Food Trucks
Pizza Hut
Outback
Open Opportunity
Appealing to the Mass Market
Give customers great tasting food, at low prices
Penetration pricing
Meal Cost Comparison
-“Apple & Eve” $6.00 -Roasted apple Salad $8.59
-Baked Chips $1.00 (includes side item)
-Iced Tea $1.50 - Iced Tea $ 2.49
Total $8.50* Total $11.08*
* Plus tax
eden’s
eden’smenu
sides drinks
treats
Apple and Eve A baked McIntosh apple stuffed with brown sugar, cranberries, and sweet nutmeg and cinnamon glazed pork The Eden Crisp spinach salad with apples, cranberries, walnuts, feta, and avocado topped with a pomegranate vinaigrette *add chicken for $1.00Greek Salad Mixed greens topped with tomatoes, cucumbers, bell peppers, onions, olives, and feta cheeseChicken Caesar Wrap Traditional Caesar salad and grilled chicken on honey whole wheat Southwestern Wrap Baby spinach, grilled chicken, black beans, tomato, red onion, avocado, and “That Green Sauce”Turkey BLT Bacon, romaine lettuce, tomato, and turkey on honey whole wheat *add avocado $0.50Spicy Roast Beef Sandwich Roast beef prepared with horseradish on marble rye Veggie Sandwich Chipotle pecan pesto spread, avocado, tomato, red onions, cucumbers, sprouts, and humus on walnut bread Steak and White Cheddar Panini Thin sliced and marinated filet and melted white cheddarSmokehouse Turkey Panini Smoked turkey smothered in barbeque sauce and served warm on honey whole wheat bread
Baked Chips Pita Chips and Hu
Oatmeal Raisin CookieChocolate Chip C
Bottled SodasFresh Brewed Iced TeaLemonade Fresh Brewed CoffeeBottled WaterIzze SodasSnapple Teas
Building Brand Loyalty
Promotional Mug
Free coffee with purchase of mug Cost: $5.00
$1 refills
16oz.
Stamp Card
7 stamps gets you $3 off a meal or a free “Apple & Eve”
Card will be stamped for every meal purchased
2013 Jan Feb Mar Apr May June Jul Aug Sep Oct Nov Dec
Launch: College
Campuses
Launch: All Other
Locations
Opening EventAdvertisement X X X X
Paradise Advertisement X X X X X
Internet: Facebook /
TwitterX X X X X X X X X X X
Punch Card X X X X X X X X X X X
Coffee Mug X X X X X X X X X X X
Opening Event: College
CampusesX
Opening Event: All
Other Locations
X
Viral Campaign X X
Low Fixed Cost = High Profitability
Revenues
Expenses
Variable Costs
Fixed Costs
Total Expenses
Profit
(7.37 M)
(0.90 M)
$10 M
(8.28 M)
$1.72 M